农产品冷链物流企业DIRC营销模式研究
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摘要
当前,国内对农产品冷链物流企业的营销模式研究涉及较少,这与我国正着手大力发展冷链物流的趋势极为不相适应。理论滞后于实践,严重制约了我国农产品冷链物流企业的进一步发展。基于此,本文选择了农产品冷链物流企业作为研究对象。对于所有的物流企业来说,市场营销是企业生存和发展的关键,因此本文主要研究农产品冷链物流企业的营销模式。
论文通过创新的营销研究角度,拓展常规的营销组合研究方法,将DIRC营销组合模式即客户差异化(Differentiation)、企业与客户的双向沟通(Interaction)、快速反应(Response)、定制营销服务(Customization)作为一种连续营销组合的模式引入农产品冷链物流企业营销的领域。提出应更关注对于优质客户的识别与沟通选择；面对竞争日益激烈的市场,农产品冷链物流企业应学会及时发现和识别资质优异的客户群,挖掘客户的需求实现差异化管理,同时强调促销过程是一个与客户保持双向沟通的过程以便建立快速反应机制以对市场变化作出快速反应并提供定制营销服务来实现企业最大化收益。
论文共分为七章,第1章为绪论,总括性地介绍本文选题的背景、目的和意义,国内外的研究现状以及存在的问题,研究的方法与思路。第2章主要介绍了传统营销组合模式和农产品冷链物流企业营销的特点,提出了针对农产品冷链物流企业的DIRC营销组合模式。第3章通过介绍农产品冷链物流客户价值的识别方法,分析农产品冷链物流客户如何进行差异化细分,并根据差异化后的客户提供针对性的服务,运用基于因子分析与logistic多元回归模型的算法对农产品冷链物流企业的客户差异化(D-Differentiation)进行了实证分析。第4章构建了基于博弈论的企业与客户的双向沟通(I-Interaction)模型,此章主要采用简化后的静态博弈模型,对企业与客户沟通时的双方策略和收益进行分析。第5章通过对市场快速反应(R-response)的能力进行评估,提出了基于层次分析法的农产品冷链物流企业的快速反应提升措施,为企业提供对市场的快速反应提供一定的参考。第6章主要介绍基于模块化的企业定制营销(C-Customization)服务模型,通过对企业的各个功能进行具体的分析,构建模块化的产品,然后企业可以根据客户的需求提供有针对性的个性化产品或服务,以此来实现企业吸引和保留客户,提高客户的价值,提升企业的竞争力。本文最后一章,对全文进行总结,介绍本文进行的主要工作,并分析本文存在的不足和以后可以进一步研究的方向展望。
论文的主要贡献体现在以下几个方面：
第一,构建了针对农产品冷链物流企业的DIRC营销组合模式。
第二,提出了使用基于因子分析与logistics多元回归模型的客户差异化归类方法,用于对客户的价值进行识别。
第三,使用博弈模型参数的敏感性分析方法,从定量的角度分析参数变动对企业和客户选择策略造成的影响程度。
At present, there are few researches on marketing mode of the agricultural cold chain logistics enterprise in our country, and this is extremely incompatible with the vigorously trends in the development of cold chain logistics. Theory lags in practice, which seriously restrict the further development of China's cold chain logistics enterprises. Based on this, this thesis selected the agricultural cold chain logistics enterprise as research object. For all logistics enterprises, marketing is the key to the survival and development of enterprises, so this thesis mainly studies the marketing mode of the agricultural old chain logistics enterprises.
The thesis break conventional marketing combination research methods through an innovative marketing research perspective, and put the marketing model of DIRC, namely Differentiation, Interaction, Response and Customization, into the field of agricultural cold chain logistics enterprise marketing as a continuous marketing process. The suggestion is provided that more attention should be paid to the identification and communication options for customers of high quality. Faced with the increasingly competitive market, the cold chain logistics enterprises of agricultural products should learn to discover and identified the customers groups of high quality,and realize the the differentiated management with mining the customer needs,and meanwhile emphasize that promotional process is a process of keeping interaction with customers so as to establish a rapid response mechanism in quick response to market changes and provide the custom customized marketing services to maximize the enterprises income.
The thesis is divided into seven chapters; the first chapter is the introduction, which generally introduces the background, purpose and significance of this topic, and the research status on domestic and overseas, and the problems, the research methods and ideas. The second chapter focuses on the traditional marketing combination mode and the characteristics of agricultural cold chain logistics enterprise marketing, and proposes the marketing model of DIRC that is a new model for the agricultural cold chain logistics enterprises. The third chapter through introducing the identification method of the agricultural cold chain logistics customer value, and analyzing the agricultural cold chain logistics customers how to Differentiation segmentation, and providing the customers a service of specific aim according to differentiation, finally to carry on the empirical analysis for the customer Differentiation of the agricultural cold chain logistics enterprise based on factor analysis and multivariate logistic regression model algorithm. The fourth chapter constructs a model of enterprise two-way communication with customers based on the game theory, and this chapter mainly adopts the simplified static game model for analyzing the strategy and revenue of the enterprise and clients. The fifth chapter proposes some rapid response promotion measures for the agricultural cold chain logistics enterprise based on the analytic hierarchy process through evaluating the market rapid response capability, to provide a reference for enterprises to market rapid response.The sixth chapter mainly introduces the enterprise custom marketing service model of Customization based on modular, this chapter construct modularized product through specifically analyzing each function of enterprise, and enterprise may provide targeted personalized product or service according to the needs of customers, so as to attract and retain customers, improve customer value and enhance the competitiveness of enterprise. The last chapter summarizes the full text, introduces the main work of this thesis, and analyzes the deficiency and further research prospects of this thesis.
The innovation of this thesis is mainly reflected in the following aspects:
First, this thesis proposes a new marketing model of DIRC for the agricultural cold chain logistics enterprises, and demonstrates its feasibility.
Second, this thesis puts forward to use the method of customer differentiation based on the factor analysis and multiple regression model of logistics in the customer value identification.
Thirdly, as it comes to the problem of the interaction among the cold chain logistics enterprises of agricultural products and the customers, in the basis of the qualitative analysis, the specific impact of the strategy of the enterprise and the customer's choice caused by parameter variations is analyzed in the a quantitative aspect with sensitivity analysis method for the parameter in the model so as to propose measures to attract customers more accurately and considerately, which has a certain reference value of business management and marketing decisions.
论文通过创新的营销研究角度,拓展常规的营销组合研究方法,将DIRC营销组合模式即客户差异化(Differentiation)、企业与客户的双向沟通(Interaction)、快速反应(Response)、定制营销服务(Customization)作为一种连续营销组合的模式引入农产品冷链物流企业营销的领域。提出应更关注对于优质客户的识别与沟通选择；面对竞争日益激烈的市场,农产品冷链物流企业应学会及时发现和识别资质优异的客户群,挖掘客户的需求实现差异化管理,同时强调促销过程是一个与客户保持双向沟通的过程以便建立快速反应机制以对市场变化作出快速反应并提供定制营销服务来实现企业最大化收益。
论文共分为七章,第1章为绪论,总括性地介绍本文选题的背景、目的和意义,国内外的研究现状以及存在的问题,研究的方法与思路。第2章主要介绍了传统营销组合模式和农产品冷链物流企业营销的特点,提出了针对农产品冷链物流企业的DIRC营销组合模式。第3章通过介绍农产品冷链物流客户价值的识别方法,分析农产品冷链物流客户如何进行差异化细分,并根据差异化后的客户提供针对性的服务,运用基于因子分析与logistic多元回归模型的算法对农产品冷链物流企业的客户差异化(D-Differentiation)进行了实证分析。第4章构建了基于博弈论的企业与客户的双向沟通(I-Interaction)模型,此章主要采用简化后的静态博弈模型,对企业与客户沟通时的双方策略和收益进行分析。第5章通过对市场快速反应(R-response)的能力进行评估,提出了基于层次分析法的农产品冷链物流企业的快速反应提升措施,为企业提供对市场的快速反应提供一定的参考。第6章主要介绍基于模块化的企业定制营销(C-Customization)服务模型,通过对企业的各个功能进行具体的分析,构建模块化的产品,然后企业可以根据客户的需求提供有针对性的个性化产品或服务,以此来实现企业吸引和保留客户,提高客户的价值,提升企业的竞争力。本文最后一章,对全文进行总结,介绍本文进行的主要工作,并分析本文存在的不足和以后可以进一步研究的方向展望。
论文的主要贡献体现在以下几个方面：
第一,构建了针对农产品冷链物流企业的DIRC营销组合模式。
第二,提出了使用基于因子分析与logistics多元回归模型的客户差异化归类方法,用于对客户的价值进行识别。
第三,使用博弈模型参数的敏感性分析方法,从定量的角度分析参数变动对企业和客户选择策略造成的影响程度。
At present, there are few researches on marketing mode of the agricultural cold chain logistics enterprise in our country, and this is extremely incompatible with the vigorously trends in the development of cold chain logistics. Theory lags in practice, which seriously restrict the further development of China's cold chain logistics enterprises. Based on this, this thesis selected the agricultural cold chain logistics enterprise as research object. For all logistics enterprises, marketing is the key to the survival and development of enterprises, so this thesis mainly studies the marketing mode of the agricultural old chain logistics enterprises.
The thesis break conventional marketing combination research methods through an innovative marketing research perspective, and put the marketing model of DIRC, namely Differentiation, Interaction, Response and Customization, into the field of agricultural cold chain logistics enterprise marketing as a continuous marketing process. The suggestion is provided that more attention should be paid to the identification and communication options for customers of high quality. Faced with the increasingly competitive market, the cold chain logistics enterprises of agricultural products should learn to discover and identified the customers groups of high quality,and realize the the differentiated management with mining the customer needs,and meanwhile emphasize that promotional process is a process of keeping interaction with customers so as to establish a rapid response mechanism in quick response to market changes and provide the custom customized marketing services to maximize the enterprises income.
The thesis is divided into seven chapters; the first chapter is the introduction, which generally introduces the background, purpose and significance of this topic, and the research status on domestic and overseas, and the problems, the research methods and ideas. The second chapter focuses on the traditional marketing combination mode and the characteristics of agricultural cold chain logistics enterprise marketing, and proposes the marketing model of DIRC that is a new model for the agricultural cold chain logistics enterprises. The third chapter through introducing the identification method of the agricultural cold chain logistics customer value, and analyzing the agricultural cold chain logistics customers how to Differentiation segmentation, and providing the customers a service of specific aim according to differentiation, finally to carry on the empirical analysis for the customer Differentiation of the agricultural cold chain logistics enterprise based on factor analysis and multivariate logistic regression model algorithm. The fourth chapter constructs a model of enterprise two-way communication with customers based on the game theory, and this chapter mainly adopts the simplified static game model for analyzing the strategy and revenue of the enterprise and clients. The fifth chapter proposes some rapid response promotion measures for the agricultural cold chain logistics enterprise based on the analytic hierarchy process through evaluating the market rapid response capability, to provide a reference for enterprises to market rapid response.The sixth chapter mainly introduces the enterprise custom marketing service model of Customization based on modular, this chapter construct modularized product through specifically analyzing each function of enterprise, and enterprise may provide targeted personalized product or service according to the needs of customers, so as to attract and retain customers, improve customer value and enhance the competitiveness of enterprise. The last chapter summarizes the full text, introduces the main work of this thesis, and analyzes the deficiency and further research prospects of this thesis.
The innovation of this thesis is mainly reflected in the following aspects:
First, this thesis proposes a new marketing model of DIRC for the agricultural cold chain logistics enterprises, and demonstrates its feasibility.
Second, this thesis puts forward to use the method of customer differentiation based on the factor analysis and multiple regression model of logistics in the customer value identification.
Thirdly, as it comes to the problem of the interaction among the cold chain logistics enterprises of agricultural products and the customers, in the basis of the qualitative analysis, the specific impact of the strategy of the enterprise and the customer's choice caused by parameter variations is analyzed in the a quantitative aspect with sensitivity analysis method for the parameter in the model so as to propose measures to attract customers more accurately and considerately, which has a certain reference value of business management and marketing decisions.
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